Miami Lighthouse for the Blind and Visually Impaired
Struggles to be Seen and Heard
Challenge:
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For more than 75 years, Miami Lighthouse for the Blind and Visually Impaired, Inc. has served as a beacon for those that are blind or severely visually impaired. The Lighthouse helps to give their clients hope and confidence in order to continue living independent lives through vision rehabilitation.
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As part of their 75th anniversary celebration, Miami Lighthouse for the Blind teamed up with music and recording industry pioneer Henry Stone to compile a collection of songs featuring music composed, performed and produced by blind artists. To promote the album, Lighthouse wanted to hold a CD release party to honor the blind musicians, producers and clients who have worked tirelessly to make this dream a reality.
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As a small, local non-profit, with a mostly volunteer staff, Miami Lighthouse for the Blind had limited resources for planning events. They also lacked a relationship with the media in South Florida.
Approach:
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ECA, with countless years of community involvement and work with non-profits as well as strong media ties, approached the event in the same way as for any other client. Non-profit clients receive equal time and representation. ECA drafted and distributed a press release in English and Spanish for the CD release party and heavily pitched local print and broadcast media.
Results:
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Miami Lighthouse for the Blind received an overwhelming media response to the CD release party. Spanish media clips include: Diario Las Americas and El Nuevo Herald, Miami’s two main daily Spanish publications. The Miami Herald covered the event and wrote a cover feature story with pictures for the Metro section. They also reviewed the CD and placed the event in their calendar section.
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The story also received placement in other local publications as well, such as Coral Gables Living, Miami Monthly, and Miami New Times. Online coverage was also achieved on WSVN’s Web site, The Ledger Online, Bradenton Herald Online, Belleview News Democrat Online, The Pueblo Chieftain Online, FortWayne.com, and Gainesville.com.
